research proposal “How Café Bean can strategically use social media platforms to manage its brand identity, enhance customer engagement, and attract Generation Z consumers.”

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1. Title (Clear, specific, concise)

Example:

2. Background to Research (Literature Review: 1,500 words)

Purpose:
Provide a critical and thorough review of existing academic literature on social media marketing, brand identity management, and Generation Z consumer engagement.

• Clearly define and critically evaluate the following key concepts:
  • Social Media Marketing (SMM)
  • Brand Identity
  • Customer Engagement
• Highlight why social media is essential for Café Bean’s brand identity management and customer engagement, especially among Generation Z.
• Identify specific research gaps based on provided and additional literature.
• Critically evaluate and reference at least 6 relevant additional journal articles besides Bartoloni and Ancillai (2024).

Reference starting point (provided by course):

• Bartoloni, S. & Ancillai, C. (2024). Twenty years of social media marketing: A systematic review, integrative framework, and future research agenda. International Journal of Management Reviews, 26(3), 435-457.

3. Research Questions and Objectives (350 words)

• Clearly formulate one main research question based on the gaps identified.
• Define 3–4 specific, clear, and measurable research objectives clearly linked to your research question.

Example:

• RQ: “How can Café Bean leverage social media strategically to improve its brand identity and customer engagement among Generation Z?”
• Objectives:
  1. Critically evaluate the effectiveness of Café Bean’s current social media strategy.
  2. Identify how Generation Z consumers engage with brand-related content on social media.
  3. Develop recommendations for strategically managing brand identity through targeted social media activities.

4. Research Methodology (1,250 words total)

4.1 Philosophical Standpoint (350 words)

• Clearly choose and justify your philosophical approach (e.g., pragmatism, interpretivism).
• Explain explicitly how this philosophy supports your research objectives and question.

4.2 Methods: Data Gathering & Analysis (700 words)

• Propose a mixed-methods approach, clearly justified by literature.
  • Qualitative methods (e.g., interviews with Café Bean’s customers and staff).
  • Quantitative methods (e.g., surveys measuring customer engagement metrics, social media analytics).
• Clearly describe data collection and data analysis techniques (e.g., thematic analysis, statistical analysis such as regression analysis or correlation).

4.3 Ethics and Further Research Considerations (200 words)

• Identify clear ethical concerns (e.g., data privacy, informed consent, confidentiality).
• Outline clearly practical measures for addressing these ethical issues.

5. Time Schedule (200 words)

• Provide a clear, detailed timeline (e.g., Gantt chart) outlining research phases:
  • Literature review (Month 1–2)
  • Pilot study (Month 3)
  • Data collection: qualitative and quantitative (Months 4–6)
  • Data analysis (Month 7–8)
  • Writing and revising the proposal (Months 9–12)

6. Outline of Expected Findings (200 words)

• Clearly indicate anticipated outcomes aligned explicitly with your research objectives.
• Example outcomes: Increased clarity on effective social media strategies, specific customer engagement improvements, and better brand identity perception among Gen Z customers.

7. References (Harvard style)

• Accurately formatted Harvard-style references.
• All citations clearly matched to references.
• Include the provided key article and at least 6 additional credible journal articles.

📌 Key Reminders for the Writer:

• Follow the required word count (3,500 words ±10%) strictly.
• All references must be academic sources (AJG-ranked journals if possible).
• Ensure clarity, coherence, and critical depth throughout the essay.
• Explicitly demonstrate the application of consumer and marketing theories (e.g., symbolic consumption, brand identity theory, CCT).
• Clearly align each section with the assessment criteria (Literature Review 25%, Research Objectives 15%, Research Methodology 30%, Ethical Considerations 10%, Outline of Expected Findings 5%, Quality of Proposal 15%). Thank you.